Ozaukee Interurban Trail Promotion Project Wisconsin Department Of

Ozaukee Interurban Trail Promotion Project Wisconsin Department of Tourism Joint Effort Marketing Grant Submittal Materials Ozaukee County Planning and Parks Department March 2021

Nick Berenz, 2019

Table of Contents Executive Summary ...... 3 Evaluation Form Responses ...... 4 Promotional Expenses Log ...... 14 Operational Expenses Log ...... 18 Operational Expenses – Reimbursement Log ...... 19

Ozaukee Interurban Trail Promotion Marketing Material Examples ...... 20

Appendices ...... 33

Appendix A. Original Joint Effort Marketing Grant Application ...... 33

Appendix B. Signed Agreement ...... 42

The Ozaukee County Planning and Parks Department was awarded a Wisconsin Department of Tourism Joint Effort Marketing (JEM) Grant to develop and implement a marketing strategy to promote usage of the Ozaukee Interurban Trail during the fall and winter shoulder seasons. This grant allowed Ozaukee County to develop an engaging branding campaign that provided for consistency throughout trail communities. This included creation of a new, and updated, trail website including an interactive ArcGIS StoryMap, email marketing, utilizing a wide variety of advertising avenues including print and a social media, development of a new marketing logo for the trail, and a public relations campaign all led by White Rice Advertising & PR, LLC. This project is a partnership of active, passionate community organizations, including the Ozaukee County Tourism Council, Ozaukee County Planning and Parks, and our area Chambers of Commerce (including Grafton, Cedarburg, Mequon-Thiensville, Port Washington and Belgium). Better marketing of the Interurban Trail provides additional recreational opportunities for residents and visitors who are currently unaware of this amazing amenity.

The successful marketing campaign, which ran through Spring 2020, is shown by the following outcomes:

• The trail counters captured a massive increase in the 2019-2020 fall and winter season, compared to the 2018-2019 season, showing an increase of 78,072 users following the marketing campaign. • For the spring and summer season, the trail counters captured an increase of 53,626 users. • Trail maps distributed showed an increase of 113 maps from 2019 to 2020. • Pageviews of the Biking + Trails page of the Ozaukee County Tourism Council increased by 47% from September 2017-March 2018 (217) to September 2019-March 2020 (318). • Two lodging establishments saw occupancy rates increase during the marketing period • An estimated increase of $7,836,031 in visitor spending

Joint Effort Marketing (JEM) Grant - Ozaukee Interurban Trail Promotion Project Evaluation Responses

1. Provide a final media synopsis that includes the following information:

a. Number of customer responses generated from type of media utilized. b. Would you change the media used? Why or why not? c. Would you change ad(s) size, length, and frequency? Why? d. Would you change your target markets? Why or why not?

Final Media Synopsis

The marketing campaign featured a variety of media to target our primary audience and included email marketing, internet (including a brand new Ozaukee Interurban Trail website, interurbantrail.com), social media, and radio and print advertising. White Rice Advertising and PR, the advertising agency subject to this grant, put together the following media synopsis:

As is fairly typical in Wisconsin, our parks and outdoor recreation areas enjoy the majority of their visitors during the warmer months – generally speaking, April through October. As such, prior to receiving the JEM grant, the bulk of our marketing efforts and advertising dollars were spent within this window, or with the goal of supporting activity within this window.

We were thrilled to be able to subsidize our existing advertising budget to promote off-season (shoulder season) use of the Ozaukee Interurban Trail – and the value of it became exponentially obvious when COVID-19 hit in February and March of 2020, and people were looking for activities they could do with their immediate families that were safe, and largely outdoors.

Our media mix generally includes a diversity of print (travel-oriented publications, genre publications or travel-oriented special sections) and online advertising, targeting three primary markets:

• Our primary target market of travel-minded Wisconsin and Midwest families within driving distance of Ozaukee County, who are active and like to enjoy and experience new things. • Our secondary target market of biking, hiking, nature and cross country skiing enthusiasts within driving distance of Ozaukee County. • Our tertiary target market is Ozaukee County residents and families who will be exposed to our marketing efforts on a local level, through various forms of advertising and by word of mouth, who will be drawn in by the ease and opportunities the trail offers, and look forward to being local tourists for a day or a weekend.

The JEM grant allowed us to not only increase our spending in those media areas by adding additional co- op through Travel Wisconsin, but also by adding advertising dollars to two public radio stations, participating in the WTMJ co-op program, developing a new interactive website, developing new, contemporary brand for the trail and increasing our PR presence among our various audiences.

Our efforts started in June of 2019 with design and development of the new website, which was enhanced with a new Trail marketing logo, new fall/spring photography and drone videography, and was ready for a fall launch. By the beginning of 2020, we were able to see that that number of visitors to the OIT (interurbantrail.com) site had increased significantly (already eclipsing previous years’ annual numbers by February), and continued to do grow exponentially throughout the year:

• 2016 Total Pageviews: 1,016 • 2017 Total Pageviews: 1,181 • 2018 Total Pageviews: 1,340 • 2019 (data not gathered due to staff changes, and new website construction) • 2020 Total Pageviews (new site): 35,120

Even when you isolate just the “shoulder season” site visits, the numbers are significantly higher than prior years’ numbers; the total of 2020 site visits in January, February, March, November and December was 4,343… 3-4 times more site visitors than the old site was receiving annually!

Our marketing efforts started full force in September of 2019 and wrapped up in early April/May of 2020. The following Trail use chart shows the growth realized between 2019 and 2020. It should be noted that a fourth trail counter was added in April of 2019, which accounts for the big jump in numbers at that time. It also shows the 2018 totals, with three counters, was 160,922. The number of users rose to 354,707 in 2019, and to a record-breaking 514,162 in 2020.

2020 2019 2018 Jan 11204 2684 2770 Feb 21489 1888 2826 Mar 22706 7326 6238 Apr 41639 28157* 8809 May 64687 73290 22448 Jun 74356 59826 23547 Jul 70754 60797 30132 Aug 73304 49044 26758 Sep 50606 34717 20431 Oct 34350 19931 9416 Nov 29801 6840 3853 Dec 19266 10207 3694 TOTAL 514162 354707 160922 *Fourth Trail Counter added contributing to a large jump in #s.

It is indisputable that the JEM dollars that ran in fall of 2019 and spring of 2020 contributed to the significant shoulder-season growth seen, as well as the significant increase in year-round users across the board.

We are thrilled with the growth and results, and were very pleased with the investment we made in marketing materials for the trail, particularly those that will carry on beyond the timeline of this grant. We feel incredibly fortunate to have had the resources to improve our branding and marketing materials (including the new website, new logos, photography, videography and ad designs) which will carry us through the next few years.

In terms of marketing, the JEM grant offered us the chance to utilize fun and successful media opportunities that we hadn’t tried or been able to afford in the past (some of which we are keeping in our media mix going forward). It’s easy to fall into a pattern when you’re allocating a small marketing budget, and the JEM grant allowed us to try a few new things that we found extremely effective and valuable to

work into our media mix (namely the Travel Wisconsin WTMJ John Mercure interviews, originally scheduled for March/April, but rescheduled due to COVID-19 for August 2020) public radio and the TW- sponsored Facebook posts.) If budget allowed, we definitely would have increased our spending on public radio (as it was we were limited to just a few active radio weeks in late fall, and a few weeks in early spring) – with a larger budget we would’ve either extended the advertising to run throughout the winter, or, once Wisconsin issued the “Stay at Home” order, increased our advertising to run longer into the spring.

Lastly, the only reason we would have considered changing our target market(s) would have been if our JEM-driven advertising had extended past spring of 2020, and that would’ve been to minimize advertising outside of Wisconsin in response to state government safety guidelines that limited travel within and across state borders because of the coronavirus (COVID-19 pandemic). Other than that, we felt our designated target markets were and still are appropriate for achieving our goals.

2. In your JEM application you listed projected measurable goals for your project and an estimated visitor spending amount for your project. What were the actual results achieved for each goal? Also list what means you used to track these goals. What was the actual dollar figure of visitor spending for your project? Visitor spending is calculated by multiplying the number of overnight visitors by $180 and day trippers by $58 and adding these two figures together.

Tracking Success of Our Marketing Plan:

Trail User Counts The Ozaukee County Planning and Parks Department continued to deploy and maintain trail counters in the same three locations along the trail to provide an accurate comparison in user counts. A fourth trail counter was added in April 2019. Totals between April 2019-December 2020 reflect this addition. Annual trail counts for 2018 (pre-JEM grant), 2019, and 2020 are depicted below:

OIT User Counts 600,000 514,162 500,000 400,000 354,707 300,000 216,345

200,000 User User Counts 100,000 0 2018 2019 2020 Year

OIT User Counts

Trail User Survey The Planning and Parks Department and the University of Wisconsin Division of Extension (UW Extension) Ozaukee County planned to create and implement a trail user survey to take place during the 2019-2020 fall/winter season. The survey was to follow a similar methodology as surveys conducted in 2009 and 2013-2014 to provide historical references.

In February 2020, UW Extension and Ozaukee County Planning and Parks Department (Department) staff created a trail survey (both electronic via Qualtrics and paper) and planned marketing materials to engage users on the trail to complete the survey. The plan was to work with volunteers to administer the survey in March 2020 as well as Fall 2020. For those that were able to complete the survey on site, iPads were going to be supplied to volunteers on load from UW Extension to increase efficiency and effectiveness. However, due to the unforeseen COVID-19 pandemic, trail survey administration was suspended. The Department hopes to conduct the trail survey created under this grant in the future as a part of the ongoing Ozaukee County Park and Open Space Plan update. The Department has decided, in light of no new trail data, to base estimates of percent local vs. non-local trail users on previous trail survey estimates.

Lodging Established Occupancy Data The Ozaukee County Tourism Council worked with local lodging establishments to compile occupancy data from the 2018-2019 fall/winter season, as well as the 2019/2020 fall/winter season to establish change in occupancy that are linked to the marketing campaign. The Ozaukee County Tourism Council was able to obtain data from four lodging establishments in Belgium, Cedarburg, Grafton, and Port Washington. There was a little challenge and delay in receiving this data largely due to the COVID-19 pandemic. However, Belgium was only able to provide room tax numbers, and not room occupancy rates. For this reason, Belgium data was left out of the final economic impact analysis in the Measuring Project Goals section.

Special Marketing A special marketing piece about fall/winter season on the Trail was planned for Ozaukee County Tourism Council’s day at the WI State Fair. We had also planned to track the number of pieces distributed. However, due to the ongoing COVID-19 pandemic, the 2020 Wisconsin State Fair was cancelled. We were unable to accomplish this specific special marketing task. Additionally, special marketing bags with the Trail logo were purchased to hand out at the State Fair, Ozaukee County Fair (August 2020), and the Bike Expo at the State Fair Park (April 2020). The Bike Expo and the Ozaukee County Fair, similar to the WI State Fair were cancelled due to the ongoing COVID-19 pandemic. The special marketing bags are planned for use at future events.

Number of trail maps distributed The number of trail maps distributed each is year is tracked by individuals in various municipalities on the Trail. The following numbers reflect a snapshot of use at the Freistadt Road Trail kiosk in the Village of Thiensville on the southern end of the OIT:

Trail Maps Taken: Friestadt Road Kiosk 400 377 350 327 300 267 264 250 200 150

Trail Trail Maps(#) 100 50 0 2017 2018 2019 2020 Year

Trail Maps Taken

Trail maps had been declining since the 2017 high of 327 maps distributed. However, following the marketing campaign, trail maps distributed showed an increase of 113 maps from 2019 to 2020. 2020 trail maps distributed at the Freistadt Road kiosk totaled 377 surpassing 2017, 2018, and 2019 numbers. It is important to note that the OIT trail map was updated by the Department in 2019 (and is typically updated at least every other year, so updated in 2017 prior).

Visitor Center Visits in Ozaukee County To show this metric, the Department is using the Ozaukee County Tourism website, as this serves as one of the main avenues for disseminating information to visitors for all tourism centers and chambers of commerce in the County (aside from in-person visits to local centers). Pageviews of the Biking + Trails page of the Ozaukee County Tourism Council increased by 47% from September 2017-March 2018 (217) to September 2019-March 2020 (318). Average time spent on the page increased by 15% over the same time period.

Visitors to the OCTC/Ozaukee Interurban Trail Advisory Council (OITAC) booth at Bike Expo The annual Bike Expo was originally scheduled for Thursday, April 2nd through Sunday, April 5th. However, due to the COVID-19 pandemic the 2020 Bike Expo was effectively cancelled, and moved from the Wisconsin State Fair Park to individual Wheel & Sprocket store locations. Typical vendor booths, including the Ozaukee County Tourism Council/Ozaukee Interurban Trail Advisory Council (OITAC) booth were neither displayed nor staffed due to public health concerns stemming from the ongoing pandemic. Due to past attendance at the Bike Expo, the Department estimates this was a missed opportunity to reach approximately 1,000 individuals who might be interested in visiting the Trail over the 4-day event.

Measuring Project Goals with Baseline Data:

Increase the number of trail users during the fall/winter season by 7,500 people The Ozaukee County Planning and Parks Department has four trail counters placed along the Ozaukee Interurban Trail. Trail use during the fall and winter seasons, defined as September-March, totaled 71,980 in 2016-2017 and 68,868 in 2017-2018. Trail numbers for the 2018-2019 fall and winter seasons totaled 49,384. Following the marketing campaign, trail numbers increased to 127,456 in the 2019-2020 fall and winter season. The trail counters captured a massive increase in the 2019-2020 fall and winter season

showing an increase of 78,072 users easily surpassing the goal of 7,500 trail users. It is important to note that this increase is greater than the increase in trail users seen for the spring/summer season (18,417 increase). This is significant as the fall/winter season was the focus of the marketing campaign.

Ozaukee Interurban Trail Fall/Winter Shoulder Season Trail Counts Fall/Winter Trail Counts 140,000 127,456 120,000 100,000 80,000 71,980 68,868 60,000 49,384

40,000 Trail Trail Counts(#) 20,000 0 2016-2017 2017-2018 2018-2019 2019-2020 Year

Attract 3,675 new overnight visitors to Ozaukee County during the fall/winter season

Trail User Survey Results A 2009 trail survey of 403 trail users conducted by the Ozaukee County Planning and Parks Department in conjunction with the University of Wisconsin-Extension Ozaukee County (UWEX) found that about 50% of trail users were local residents. A follow-up trail survey of 498 trail users conducted in 2013-2014 by the same partnership found that of those trail users who traveled more than 50 miles, approximately 70% lived elsewhere in Wisconsin and the remaining 30% lived outside of Wisconsin.

With a marketing campaign focused largely on travel-minded Wisconsin and Midwest families and biking, hiking, nature and cross country skiing enthusiasts throughout Wisconsin and the Midwest, we anticipated that the majority of new trail users would come from outside of Ozaukee County. Specifically, it was anticipated that 25% of the additional trail users would be local, with the remaining split between non- local day visitors, and non-local visitors who would stay overnight. Based on this and the goal of 7,500 additional trail users during the fall/winter season, the Department estimated an additional 3,675 non- local overnight visitors and 1,950 non-local day trip visitors.

Because we were unable to conduct a new trail user survey due to the COVID-19 pandemic, we are relying on the existing percent estimated local (25%) versus non-local (75% total non-local with 50% staying overnight and 25% representing non-local day visitors) new visitors from past surveys that was used to project the breakdown of the 7,500 additional trail user goal. The following represents estimated local versus non-local trail users for the 2019-2020 fall/winter season increase in visitation of 78,072 users: • Local Visitors (25%): 19,518 • Non-local Day Trip Visitors (25%): 19,518 • Non-local Overnight Visitors (50%): 39,036

Lodging Establishment Occupancy Rates Based on sampling by the Grafton Area Chamber of Commerce, the average lodging establishment occupancy rates during the shoulder season 2017-2018 (September 2017-March 2018) was 60.74%. The most difficult month (January) had an average occupancy rate of 47%. We anticipated increasing these rates by 3% during the shoulder season.

Based on data received from three lodging establishments in Cedarburg, Grafton and Port Washington occupancy rates did not increase by 3%:

September 2019 average 63.10% October 2019 average 61.70% November 2019 average 51.70% December 2019 average 54.10% January 2020 average 38.87% February 2020 average 44.80% March 2020 average 22.50% Average of 3 hotels for whole shoulder season 48.11%

The occupancy rate decreased 12.63% from the 2017-2018 shoulder season to the 2019-2020 shoulder season. Excluding March (due to impacts from COVID-19), the occupancy rate decreased 8.36% to 52.38% from the 2017-2018 shoulder season to the 2019-2020 shoulder season.

However, it is important to note that the average occupancy rate did in fact increase from the 2017-2018’s shoulder rate of 60.74% for two out of the three lodging establishments to 63.52% and 69.12% between September 2019 and February 2020 (excluding March). The overall average of these two lodging establishments for the entire fall-winter season for 2019-2020 was 60.95%. The average rate of the third establishment for this period was 22%, and significantly brought the average down. This is largely due to a remodel and room closures during the reporting period. It is also significant to point out the January occupancy rate, the most difficult month, did increase by 4.8% from 2018 numbers. The average occupancy rate for the two lodging establishments excluding the establishment impacted by remodeling are as follows:

September 2019 average 73.15% October 2019 average 77.55% November 2019 average 67.05% December 2019 average 70.15% January 2020 average 51.80% February 2020 average 58.20% March 2020 average 28.75% Average of 2 hotels for whole shoulder season 60.95%

Generate $654,000 in economic impact during the fall/winter season Based on sampling completed by Longwoods International, each overnight visitor spends $144. The anticipated 3,675 new overnight visitors will generate $529,200. The 1,950 day visitors are anticipated to spend $64 each, for a total of $124,800. A total of $654,000 is anticipated in total economic impact, including spending at hotels, motels, bed & breakfasts, area shops, gas stations, and restaurants. These secondary impacts are anticipated during the spring/summer seasons as visitors become more aware of

the Ozaukee Interurban Trail and plan visits throughout the year as well. Based on projected new overnight versus day visitors to the Ozaukee Interurban Trail, we estimate $6,870,336.00 in economic impact was generated.

Increase in number 78,072 25% = Non-local day trip 19518 $1,249,152.00 of trail users for visitors: 2019-2020 fall and 50% = Non-local overnight 39036 $5,621,184.00 winter season: visitors:

We want to note that although the hotel data collected does not specifically support our estimates of such a large increase in overnight visitors, trail users may be staying with family and friends, hotels/inns that we did not get data from, or outside of Ozaukee County.

Increase the number of trail users during the spring/summer season by 18,417 people The Ozaukee County Planning and Parks Department has four trail counters placed along the Ozaukee Interurban Trail. Trail use during the spring and summer seasons, defined as April - August, totaled 147,940 in 2017 and 173,583 in 2018. Trail numbers for the 2019 spring and summer season totaled 271,114. Following the marketing campaign, trail numbers increased to 324,740 in the 2020 spring and summer season. The trail counters captured a massive increase in the 2019-2020 spring and summer season showing an increase of 53,626 users easily surpassing the goal of increasing number of trail users by 18,417 trail users.

It is important to note that the entire spring-summer 2020 season was within the ongoing COVID-19 pandemic which also brought a record number of people outdoors. It may be difficult to determine the effects of the marketing campaign versus those travelling to the trails in search of a safe, outdoor activity.

Ozaukee Interurban Trail Spring/Summer Season Trail Counts Spring/Summer Trail Counts 350,000 324,740 300,000 271,114 250,000 200,000 173,583 147,940 150,000

100,000 Trail Trail Counts(#) 50,000 0 2017 2018 2019 2020 Year

Attract 8,978 new overnight visitors to Ozaukee County during the spring/summer season, using the same baseline data used for fall/winter.

Trail User Survey Results Because we were unable to conduct a new trail user survey due to the COVID-19 pandemic, we are relying on the existing percent estimated local (25%) versus non-local (75% total non-local with 50% staying overnight and 25% representing non-local day visitors) new visitors that was used to project the breakdown of the 18,417 additional trail user goal. The following represents estimated local versus non- local trail users for the 2020 spring/summer season increase in visitation of 53,626 users: • Local Visitors (25%): 13,407 • Non-local Day Trip Visitors (25%): 13,407 • Non-local Overnight Visitors (50%): 26,813

Although these projections reflect attracting greater than 8,978 new overnight visitors to Ozaukee County in the spring/summer 2020 season, due to the ongoing COVID-19 pandemic, the Department decided to adjust these percent breakdowns for local versus non-local new visitors as follows in an attempt to provide a more accurate picture: • Local Visitors (50%): 26,813 • Non-local Day Trip Visitors (25%): 13,407 • Non-local Overnight Visitors (25%): 13,407

Lodging Establishment Occupancy Rates Due to the ongoing COVID-19 pandemic and its impacts to the lodging establishment industry, occupancy rates for the spring/summer 2020 season were not deemed reflective of the marketing campaign to increase usage of the Ozaukee Interurban Trail.

Generate $1.6 million in economic impact during the spring/summer season, using the same baseline data used for fall/winter. Based on projected new overnight versus day visitors to the Ozaukee Interurban Trail in the spring/summer season in light of the COVID-19 pandemic and a shift in estimated local vs non-local trail users, we estimate $2,788,552 in economic impact was generated using Longwoods International projections. This projection still exceeded the goal of $1.6 million.

Increase in number of trail 53,626 25% = Non-local day trip visitors: 13407 $858,016.00 users for 2019-2020 25% = Non-local overnight visitors: 13407 $1,930,536.00 spring and summer season:

Actual Visitor Spending Using Metrics Outlined in JEM Grant Evaluation Form Per Evaluation Form directions, visitor spending is calculated by multiplying the number of overnight visitors by $180 and day trippers by $58 and adding these two figures together. This differed slightly from the Longwood International derived numbers that we based our promotional campaign goals. Updated calculations per the State Department of Tourism’s Evaluation Form for actual visitor spending are as follows:

Trail # Amounts Spent by Season Count % Non-local Visitors Visitors Visitors Increases Increase in number of trail 78,072 25% = Non-local day trip 19518 $1,132,044.00 users for 2019-2020 fall visitors: and winter season: 50% = Non-local overnight 39036 $7,026,480.00 visitors: Increase in number of trail 53,626 25% = Non-local day trip 13407 $777,577.00 users for 2019-2020 spring visitors: and summer season: 50% = Non-local overnight 26813 $4,826,340.00 visitors: TOTAL $13,762,441.00 CONSIDERING COVID-19: Increase in number of trail 78,072 25% = Non-local day trip 19518 $1,132,044.00 users for 2019-2020 fall visitors: and winter season: 25% = Non-local overnight 19518 $3,513,240.00 visitors: Increase in number of trail 53,626 25% = Non-local day trip 13407 $777,577.00 users for 2019-2020 spring visitors: and summer season: 25% = Non-local overnight 13407 $2,413,170.00 visitors: TOTAL $7,836,031.00

The marketing campaign exceeded our estimated economic impact goals per the Wisconsin Department of Tourism metric including estimates made in light of COVID-19.

3. Based on the results of your promotion, how would your organization modify each goal and/or the means used to achieve these goals in future promotions?

Moving forward, and in response to the results of the promotion, the Ozaukee Planning and Parks Department would like to revisit the goals of the marketing campaign that were not feasible due to the COVID-19 pandemic including administering the updated trail user survey. Having results from an updated trail user survey would give the Department a better understanding of local users versus non-local users of the Trail in response to the Ozaukee Interurban Trail marketing campaign.

The Department would also like to continue fine-tuning the new Ozaukee Interurban Trail website (https://www.interurbantrail.com/) created as a part of this promotion as a means to attract visitors to the Trail and nearby businesses, as well as continue to track website visitors including how visitors were referred to the site. For example, much effort was put into the creation of an ArcGIS interactive story map, which is imbedded in the new website, showcasing routes and visitor stops (e.g. businesses) along the way. Further marketing of tools, such as the interactive map, available to trail users may increase economic impact along the Trail.

4. Provide an income and expense statement. Any items that are grouped together in a category (i.e., contributions cash or in-kind), must be detailed on a separate sheet

Please see related Operational and Promotional Budget logs and associated documents.

Promotional Expense Spreadsheet

Check # / Type of Date of Date of Transaction Promotional Total JEM Match /In- invoice payment # Vendor Expense Expense Reimbursement kind Notes - White Rice Advertising & 9/30/2019 8264-1 PR, LLC Design $ 500.00 $ 500.00 $ - Design/Branding White Rice Advertising & 10/31/2019 8264-2 PR, LLC Design $ 500.00 $ 500.00 $ - Design/Branding White Rice Advertising & 10/31/2019 8264-2 PR, LLC Design $ 1,000.00 $ 666.67 $ 333.33 Photography White Rice Advertising & 11/12/2019 8264-3 PR, LLC Design $ 1,000.00 $ 666.67 $ 333.33 Photography White Rice Advertising & 11/12/2019 8264-3 PR, LLC Design $ 500.00 $ 500.00 $ - Design/Branding White Rice Advertising & 12/31/2019 8264-4 PR, LLC Design $ 1,000.00 $ 666.67 $ 333.33 Photography White Rice Advertising & 12/31/2019 8264-4 PR, LLC Design $ 500.00 $ 500.00 $ - Design/Branding White Rice Advertising & 3/30/2020 8305-1 PR, LLC Design $ 500.00 $ 500.00 $ - Design/Branding White Rice Advertising & 3/30/2020 8305-2 PR, LLC Design $ 500.00 $ 500.00 $ - Design/Branding White Rice Advertising & 3/30/2020 8305-3 PR, LLC Design $ 500.00 $ 500.00 $ - Design/Branding White Rice Advertising & 4/15/2020 8311-R PR, LLC Design $ 500.00 $ 500.00 $ - Design/Branding

Total Design $ 7,000.00 $ 6,000.01 $ 999.99 White Rice Advertising & 9/30/2019 8264-1 PR, LLC Internet $ 470.60 $ - $ 470.60 Facebook White Rice Advertising & Facebook - Trail 9/30/2019 8264-1 PR, LLC Internet $ 525.00 $ 525.00 $ - Specific Ads White Rice Advertising & Website 9/30/2019 8264-1 PR, LLC Internet $ 2,500.00 $ 2,500.00 $ - Design/Development White Rice Advertising & 10/31/2019 8264-2 PR, LLC Internet $ 470.60 $ - $ 470.60 Facebook White Rice Advertising & Facebook - Trail 10/31/2019 8264-2 PR, LLC Internet $ 350.00 $ 350.00 $ - Specific Posts White Rice Advertising & Facebook - Trail 10/31/2019 8264-2 PR, LLC Internet $ 525.00 $ 525.00 $ - Specific Ads White Rice Advertising & Website 10/31/2019 8264-2 PR, LLC Internet $ 2,500.00 $ 2,500.00 $ - Design/Development

White Rice Advertising & 10/31/2019 8264-2 PR, LLC Internet $ 500.00 $ 500.00 $ - Travel WI - Eblast White Rice Advertising & 11/12/2019 8264-3 PR, LLC Internet $ 470.60 $ - $ 470.60 Facebook White Rice Advertising & Facebook - Trail 11/12/2019 8264-3 PR, LLC Internet $ 300.00 $ 300.00 $ - Specific Posts White Rice Advertising & Facebook - Trail 11/12/2019 8264-3 PR, LLC Internet $ 525.00 $ 525.00 $ - Specific Ads White Rice Advertising & Website 11/12/2019 8264-3 PR, LLC Internet $ 2,500.00 $ 2,500.00 $ - Design/Development White Rice Advertising & Website 12/31/2019 8264-4 PR, LLC Internet $ 2,500.00 $ 2,500.00 $ - Design/Development White Rice Advertising & Facebook - Trail 3/30/2020 8305-1 PR, LLC Internet $ 200.00 $ - $ 200.00 Specific Posts White Rice Advertising & Facebook - Trail 3/30/2020 8305-1 PR, LLC Internet $ 525.00 $ 525.00 $ - Specific Ads White Rice Advertising & 3/30/2020 8305-2 PR, LLC Internet $ 470.60 $ - $ 470.60 Facebook White Rice Advertising & Facebook - Trail 3/30/2020 8305-2 PR, LLC Internet $ 200.00 $ - $ 200.00 Specific Posts White Rice Advertising & Facebook - Trail 3/30/2020 8305-2 PR, LLC Internet $ 233.33 $ - $ 233.33 Specific Ads White Rice Advertising & Travel WI Social 3/30/2020 8305-2 PR, LLC Internet $ 500.00 $ 500.00 $ - Media Co-op White Rice Advertising & 3/30/2020 8305-3 PR, LLC Internet $ 470.60 $ - $ 470.60 Facebook White Rice Advertising & Facebook - Trail 3/30/2020 8305-3 PR, LLC Internet $ 150.00 $ - $ 150.00 Specific Posts White Rice Advertising & Facebook - Trail 3/30/2020 8305-3 PR, LLC Internet $ 233.33 $ - $ 233.33 Specific Ads White Rice Advertising & Travel WI Social 3/30/2020 8305-3 PR, LLC Internet $ 300.00 $ - $ 300.00 Media Co-op White Rice Advertising & 4/15/2020 8311-R PR, LLC Internet $ 470.60 $ - $ 470.60 Facebook White Rice Advertising & Facebook - Trail 4/15/2020 8311-R PR, LLC Internet $ 233.34 $ - $ 233.34 Specific Posts Total $ Internet $18,123.60 13,750.00 $ 4,373.60 Ozaukee Other County Destination Interurban Trail 11/20/2019 Tourism Marketing $ 1,896.48 $ 1,350.00 $ 546.48 Promotion Bags Total Other Destination Marketing $ 1,896.48 $ 1,350.00 $ 546.48 White Rice Advertising & 9/30/2019 8264-1 PR, LLC Print Media $ 1,682.40 $ 600.00 $ 1,082.40 Chicago Daily Herald

White Rice Advertising & 10/31/2019 8264-2 PR, LLC Print Media $ 649.43 $ - $ 649.43 Our Wisconsin White Rice Advertising & 11/12/2019 8264-3 PR, LLC Print Media $ 294.13 $ - $ 294.13 Key Magazine White Rice Advertising & Cedarburg Visitors 11/12/2019 8264-3 PR, LLC Print Media $ 647.08 $ 323.54 $ 323.54 Guide White Rice Advertising & 12/31/2019 8264-4 PR, LLC Print Media $ 294.13 $ - $ 294.13 Key Magazine White Rice Advertising & Travel WI - WI Biking 12/31/2019 8264-4 PR, LLC Print Media $ 2,117.70 $ - $ 2,117.70 Guide White Rice Advertising & 3/30/2020 8305-2 PR, LLC Print Media $ 649.43 $ - $ 649.43 Our Wisconsin White Rice Advertising & 3/30/2020 8305-3 PR, LLC Print Media $ 882.38 $ - $ 882.38 Chicago Daily Herald White Rice Advertising & 3/30/2020 8305-3 PR, LLC Print Media $ 941.20 $ - $ 941.20 Bike Wisconsin White Rice Advertising & 3/30/2020 8305-3 PR, LLC Print Media $ 941.20 $ - $ 941.20 Fun in Wisconsin White Rice Advertising & Chicago Life 3/30/2020 8305-3 PR, LLC Print Media $ 823.55 $ - $ 823.55 Magazine White Rice Advertising & 4/15/2020 8311-R PR, LLC Print Media $ 694.44 $ - $ 694.44 Our Wisconsin White Rice Advertising & 4/15/2020 8311-R PR, LLC Print Media $ 351.78 $ - $ 351.78 Silent Sports White Rice Advertising & 4/15/2020 8311-R PR, LLC Print Media $ 294.13 $ - $ 294.13 Wine & Harvest Total Print Media $11,262.98 $ 923.54 $10,339.44 White Rice Advertising & 9/30/2019 8264-1 PR, LLC Publicity $ 300.00 $ 300.00 $ - PR - Interurban Trail White Rice Advertising & 10/31/2019 8264-2 PR, LLC Publicity $ 300.00 $ 300.00 $ - PR - Interurban Trail White Rice Advertising & 11/12/2019 8264-3 PR, LLC Publicity $ 300.00 $ 300.00 $ - PR - Interurban Trail White Rice Advertising & 3/30/2020 8305-2 PR, LLC Publicity $ 300.00 $ 300.00 $ - PR - Interurban Trail White Rice Advertising & 3/30/2020 8305-3 PR, LLC Publicity $ 300.00 $ 300.00 $ - PR - Interurban Trail White Rice Advertising & 4/15/2020 8311-R PR, LLC Publicity $ 300.00 $ 300.00 $ - PR - Interurban Trail Total Publicity $ 1,800.00 $ 1,800.00 $ - White Rice Advertising & 10/31/2019 8264-2 PR, LLC Radio $ 2,032.50 $ 2,032.50 $ - WI Public Radio

White Rice Advertising & 10/31/2019 8264-2 PR, LLC Radio $ 775.00 $ 775.00 $ - WUWM Radio White Rice Advertising & 11/12/2019 8264-3 PR, LLC Radio $ 2,032.50 $ 2,032.50 $ - WI Public Radio White Rice Advertising & 11/12/2019 8264-3 PR, LLC Radio $ 775.00 $ 775.00 $ - WUWM Radio White Rice Advertising & Travel '20 WTMJ Co- 3/30/2020 8305-2 PR, LLC Radio $ 294.13 $ - $ 294.13 op White Rice Advertising & 3/30/2020 8305-3 PR, LLC Radio $ 2,000.00 $ 2,000.00 $ - WI Public Radio White Rice Advertising & 3/30/2020 8305-3 PR, LLC Radio $ 1,500.00 $ 1,500.00 $ - WUWM Radio White Rice Advertising & 4/15/2020 8311-R PR, LLC Radio $ 2,061.45 $ 2,061.45 $ - WI Public Radio

Total Radio $11,470.58 $ 11,176.45 $ 294.13

TOTAL $51,553.64 $ 35,000.00 $16,553.64

Operational Expenses Spreadsheet

Match Identified Type of Operational Expense Total in Contract Comments

Staff Coordination: Grant Management TOTAL $4,681.44 $5,000.00

Staff Coordination: Coordination of JEM Advisory TOTAL $5,195.97 $2,500.00 *Trail survey training, data entry, and analysis could not be completed due to COVID -19 Trail Surveys: Survey Creation TOTAL* $449.00 $500.00 pandemic *Trail survey training, data entry, and analysis could not be completed due to COVID -19 Trail Surveys: Survey Training TOTAL $0.00 $2,500.00 pandemic *Trail survey training, data entry, and analysis could not be completed due to COVID -19 Trail Surveys: Data Entry TOTAL $0.00 $2,000.00 pandemic *Trail survey training, data entry, and analysis could not be completed due to COVID -19 Trail Surveys: Survey Analysis TOTAL $0.00 $2,500.00 pandemic

Trail Count Data: Management of Trail Counters TOTAL $364.66 $4,000.00 *Updated trail counter software resulted in far Trail Count Data: Data Entry* TOTAL $0.00 $2,500.00 less staff time needed than originally anticipated *Updated trail counter software resulted in far Trail Count Data: Analysis of Trail Count Data* TOTAL $148.64 $2,500.00 less staff time needed than originally anticipated

Mapping (GIS): Services TOTAL $7,082.56 $5,000.00

Cost of printed trail maps listed on Operational Mapping (GIS): Printed Trail Map $497.44 $10,000.00 Budget Log detailing associated INVOICES *Due to COVID-19 pandemic, survey distribution Volunteer Coordination: Survey Collection, Trail County, and collection using volunteers was unable to etc. TOTAL* $0.00 $5,000.00 occur

Volunteer Coordination: Volunteer Time TOTAL $3,050.71 $1,500.00

TOTAL OPERATIONAL BUDGET - Staff and Volunteer Time $21,470.41 $45,500.00

JEM Reimbursement Log—Operational Expenses

Log the invoices associated with the operational expenses related to this JEM campaign as they appear in the JEM contract. Or you can use your own spreadsheet. In-kind operational expense are listed in accompanying JEM Operational Expense Log, excel spreadsheet.

Date Vendor Name Description of Services Amount 10/25/19 NovoPrint Printed Ozaukee Interurban Trail $3,218.69 Maps (25,000) N/A Website Domain Purchases for $300.00 new Interurban Trail Website 11/22/2019 Wix.com LTD Wix Premium Subscription for $324.00 Trail Website 11/22/2019

Total or Sub-Total $3,842.69

Appendix A. JOINT EFFORT MARKETING GRANT APPLICATION

Organization

JEM category: Destination Marketing

Grant project year: 1

Organization name: Ozaukee County

Address: 121 West Main Street

Port Washington, WI 53074

Fein: 39-6005726

Project

Project/event name: Ozaukee Interurban Trail Promotion Project

Event/campaign dates: 9/1/2019 - 3/31/2020

Project summary We plan to develop and implement a marketing strategy to promote usage of the Ozaukee Interurban Trail during the fall and winter season.

Please tell us, in detail, about your project: Our project will develop an engaging branding campaign that provides consistency throughout trail communities. This includes creating an interactive website that allows for virtual experiences and data capture, email marketing, utilizing a wide variety of advertising avenues, and a public relations campaign. The marketing committee is also considering an update of the logo as part of the branding campaign. This project is a partnership of active, passionate community organizations, including the Ozaukee County Tourism Council, Ozaukee County Planning and Parks, and our area Chambers of Commerce (including Grafton, Cedarburg, Mequon-Thiensville, Port Washington and Belgium).

The Ozaukee Interurban Trail is a 30-mile fully paved, multi-use trail that spans the entire length of Ozaukee County and boasts an interesting history. From 1905 to 1948, the Milwaukee Electric Railway ran a passenger line between Milwaukee and Sheboygan. In 1922, the right-of-way was acquired by The Milwaukee Electric Railway and Light Company for development of an improved rapid transit service. The Northern Route had stops in the mostly rural communities of Brown Deer, Thiensville, Cedarburg, Grafton, Port Washington, Belgium, Cedar Grove, Oostburg, and Sheboygan. During its operation, the Northern Route was also made famous for transporting African American blues musicians to the main recording studio for Paramount Records recording label in Port Washington and ultimately in Grafton, Wisconsin. The idea of African American artists from the rural South traveling to Grafton, Wisconsin in the late 1920s and early 1930s by taking the "electric train" seems fantastic.

After the railway ceased operation, the land was retained, and the company, by that time called Wisconsin Electric (now We Energies), began to convert parts of the trail into bike paths in 1975 - an easy conversion because the trail was built on old

railroad beds. In 1998, Ozaukee County and several of its communities received state funding to lease the land from Wisconsin Electric and complete what is now known as the Ozaukee Interurban Trail.

There are a number of factors that differentiate the Ozaukee Interurban Trail from other trails, and thus distinguish the Interurban Trail Brand. First and foremost the brand encompasses the unique historic significance of this thoroughfare. It expresses the variety of offerings along the trail - from historic downtowns to majestic lake views to rural and natural landscapes. The Trail leads users along hardwood woodlands, wetlands, farmlands, Cedar Creek, the Milwaukee River, and Lake Michigan, and is designated as a “Great Wisconsin Birding Trail.” The brand also celebrates the family friendly nature of the trail - unlike the many crushed limestone trails across the state, the entire Ozaukee Interurban Trail is paved. While many recreational trails in the state of Wisconsin charge user fees, use of the Interurban Trail is free for everyone. Finally, the trail is a critical link in the Route of the Badger, a regional effort to create and market a biking destination with over 500 miles of trails that will resonate with a national audience. The Interurban Trail connects to the Oak Leaf Trail in Milwaukee County and the Sheboygan Interurban Trail in Sheboygan County with potential for connections to Chicago, IL to Door County, WI.

Our primary target market consists of travel-minded Wisconsin and Midwest families within driving distance of Cedarburg, who are active and like to enjoy and experience new things in the shoulder seasons of fall, winter and spring. We expect most participants to be single or married adults, some traveling with children. Our secondary target market is biking, hiking, nature and cross-country skiing enthusiasts within driving distance of Ozaukee County, who would come to the trail in shoulder seasons as a relatively close “getaway” that provides easy access to their favorite activities and favorite getaway communities. Our tertiary target market is Ozaukee County residents and families who will be exposed to our marketing efforts on a local level, through various forms of advertising and by word of mouth, who will be drawn in by the ease and opportunities the trail offers in the off-seasons, and look forward to being local tourists for a day or a weekend.

The Outdoor Industry Association published the Outdoor Recreation Economy Report in April 2017, estimating $887 billion in total outdoor recreation consumer spending nationally annually. That total is further broken down by category with $96.7 billion for Wheel Sports (most of which is accounted for by bicycling), $83 billion of which was spent on trip related spending. This suggests that there is a large pool of active tourists looking for new destinations, prime targets for our marketing campaign. The Outdoor Industry Association further estimated $17.9 billion in total outdoor recreation consumer spending in Wisconsin annually with $1.42 billion accounted for by bicycling, which includes both road and mountain bicycling. If the breakdown between products and trip related spending is similar to that nationally, we can estimate $1.22 billion in trip related spending in Wisconsin annually.

An example from a regional level comes from Bentonville, AR, where the Walton Family Foundation has invested $74 million to build a total of 163 of natural-surface and paved trails in Northwest Arkansas. Three studies were conducted in 2017 and found that the trails bring an additional $137 million a year to the regional economy along with significant social and health benefits. Visitors spent $27 million at local businesses.

At the state level, 34% of those surveyed by the Wisconsin DNR in 2017 had participated in bicycling on rail-trails/developed trails, such as the Interurban Trail. 68% percent of those surveyed had participated in hiking/walking/running on trails, such as the Interurban Trail. This suggests a large number of potential users that can be targeted as part of this project. The Wisconsin DNR also sent a questionnaire to all county park systems in 2018 asking about specific activities and whether participation had increased, remained constant, or decreased. At the statewide level, winter/fat tire biking increased strongly while recreational/rail-trail biking, dog walking on trails, and hiking/walking/running on trails all saw a moderate increase. The same questionnaire asked about top recreation needs at county parks. Recreational/rail-trail bicycling trails were a high demand need in the Lower Lake Michigan Coastal Region, which includes Ozaukee County. Hiking, walking, running trails were a moderate demand in the region. Although our project does not include creating additional trails, better marketing the Interurban Trail will provide additional recreational opportunities for residents and visitors who are currently unaware of this amazing amenity.

Another important consideration is upcoming revisions to state laws regarding electric bikes. This sector of the bicycle market has seen some substantial growth --the U.S. market grew to 263,000 bikes in 2017, a 25% gain from the prior year, according to data from eCycleElectric Consultants. This may lead to more activity on the Interurban Trail in future years with more people on bikes who may not have had the physical ability to participate in this activity in the past.

University of Wisconsin-Extension Ozaukee County and the Ozaukee County Planning and Parks Department conducted user surveys on the Interurban Trail in 2009. 403 trail users were surveyed between July and September of 2009. Questions

included primary activity, frequency of use, primary purpose, size of group, length of trip, primary purpose of visiting if from outside the county, and other activities pursued. Of the 347 participants who were from outside of Ozaukee County, 75% reported that the Interurban Trail was the primary reason for their visit. The survey found that 32% of respondents went to a restaurant or visited a bar and that 10% of respondents had stayed overnight locally. The survey also asked whether users planned to return again—99% said that they would.

The survey was repeated through the same partnership in 2013-2014 when 498 surveys were completed between May 2013 and October 2014. The survey included additional questions related to trail improvements, trail ratings, future work on the trail, and the use of user fees or donation boxes for trail maintenance. The survey found that 29% of respondents spent money at a restaurant or bar and 2% had spent money on overnight accommodations. When asked about the potential for user fees or donation boxes, 40% supported user fees and 71% supported donation boxes. As in 2009, 99% respondents said they plan to visit the Interurban Trail again.

Marketing specialists Chandler Thinks were hired in fall of 2018 to conduct both internal and external Awareness, Attitude and Perception Surveys of the city and town of Cedarburg, WI. They found that the Interurban Trail is frequently listed as an "outdoor asset" and as a "strength" to the community. Many respondents mentioned unaided that Cedarburg is "bike-friendly." The Interurban Trail was listed as a "top asset" to Cedarburg's nature enthusiasts, beating out its parks, creek walk and waterways. In fact, 1.2% of outsiders surveyed considered the Interurban Trail to be Cedarburg's "most well-known asset."

A few other findings include: •6.2% consider Cedarburg's ideal consumer to be a nature/outdoor enthusiast •4.12% of those surveyed have visited Cedarburg specifically to use the Interurban Trail •Consumers stated that Cedarburg exceeded their expectations when it came to outdoor recreation and activities for families, in large part to the presence of the Interurban Trail. These findings suggest that there is great potential for growth in tourism related to the Interurban Trail within Cedarburg and throughout Ozaukee County. Our independent research, done for the Interurban Trail in 2013-2014 and in communities throughout Ozaukee County (most recently theCedarburg research outlined above), shows that the Interurban Trail is an asset that contributes to the quality of life in Ozaukee County; it is the primary feature that many of our communities have in common; and it is the single attraction that joins our communities together. The Ozaukee County Tourism Council frequently features the Interurban Trail in its marketing efforts with variations of the theme "Ride, Shop and Explore Ozaukee County." The theme celebrates the fact that you can follow the trail through Ozaukee County to experience everything from breathtaking beauty in rural and coastal areas to peaceful neighborhoods, active shopping districts, and vibrant downtowns.

What is your plan for marketing your project? Please include target markets and types of media being used. We are excited to be applying for this grant at a time when the Wisconsin Department of Tourism is proposing an increase of marketing directed toward outdoor recreation with the proposed Office of Outdoor Recreation. This is an ideal time to promote the Interurban Trail as a key driver for travel to Ozaukee County for those seeking to participate in outdoor recreation, particularly in the shoulder seasons where recreational opportunities like biking and running are less popular. The Interurban Trail is primed for off-season activities such as fat tire biking, winter hiking, snow shoeing and cross country skiing.

TARGET MARKETS For the purposes of this Grant Application, our primary target market consists of travel-minded Wisconsin and Midwest families within driving distance of Ozaukee County, who are active and like to enjoy and experience new things.

We estimate average income level of the average visitor to Ozaukee County to be $60,000 - $100,000 annually, and expect most participants to be single or married adults, some traveling with children. They will come from all over Wisconsin, northern Illinois and perhaps even eastern Minnesota and western Michigan because of the friendliness and length of the trail, the ability to customize trips to your family’s liking and abilities, and the ease of hopping on and off the trail as you enter towns, pass through park-like settings and near your destination. Another appeal is the maneuverability of the trail in the off-season - when fewer users make the trail easier to hike and bike; when fall offers great opportunities for birding and nature hikes; and when the northern part of the trail is ungroomed and perfect for snowshoeing and cross country skiing. We expect most trail users from outside of Wisconsin will stay within Ozaukee County for one to two nights. There may be some families from out of state who will spend an entire week in the Ozaukee County area.

Our secondary target market is biking, hiking, nature and cross country skiing enthusiasts within driving distance of Ozaukee County, who would come to the trail in shoulder seasons as a relatively close “getaway” that provides easy access to their favorite activities and favorite getaway communities. We estimate the average income level of enthusiasts to be $60,000 -

$120,000+ annually. Many will come from around the Midwest, but a smaller percentage will come from around the country.

Our tertiary target market is Ozaukee County residents and families who will be exposed to our marketing efforts on a local level, through various forms of advertising and by word of mouth, who will be drawn in by the ease and opportunities the trail offers, and look forward to being local tourists for a day or a weekend.

MARKETING PLAN The primary tools for marketing the trail to our primary audience will be development of a fun, engaging branding campaign that will provide consistency throughout trail communities; development of an interactive website that allows for virtual experiences and data capture; email marketing; internet, social media, radio and print advertising (particularly opportunities made available by and in cooperation with the Wisconsin Department of Tourism); and a public relations campaign.

The primary tools for marketing the trail to our secondary audience will be trade publications, social media, internet and email marketing. The primary tools for marketing the trail to our tertiary audience will be media relations, email, internet, social media and print advertising. Website The Ozaukee Interurban Trail is deserving of a website that not only provides basic information, maps and permitted uses, but one that allows users to virtually visit areas of the trail to help them plan trips that fit their needs and desires. While biking the entire 30-mile paved trail might appeal to some, others might opt for shorter trips, such as going from urban center to urban center; special interest bike tours, such as brewery tours, antique shopping tours and foodie tours; trails highlighting birding or floral/fauna areas; photography trails; etc. In addition to providing users with interactive and mobile friendly "Points of Interest" along the trail and the tools they need to create custom trips, we will develop and feature a variety of trips that will appeal to many different users for many different reasons.

Internet advertising The WI Department of Tourism offers a wonderful cooperative advertising program for local events and organizations. We plan to participate in the WI Department of Tourism’s social media program – Travel Wisconsin has 470,000+ Facebook fans and 98,000+ Twitter followers, which is a great way to expose the Interurban Trail to a large local/regional travel-oriented audience. We will participate in general and featured tweets and posts in our off season to promote off season and less traditional uses for the Interurban Trail throughout the fall and winter.

We also plan to participate in their cooperative program for purchasing online banner displays on key regional newspaper websites, such as JSOnline.com, Madison.com, ChicagoTribune.com, StarTribune.com and TwinCities.com. Each outlet offers cooperative advertisers significantly reduced rates for their impression-based campaigns for reaching these key geographic markets.

Once our new website is up and running, the Ozaukee Interurban Trail would also be an excellent candidate for the Search Engine Marketing (SEM) Program offered through Travel Wisconsin, particularly the May - October 2020 program (unless a third program is offered for fall/winter activity - this year’s SEM program is sold out).

Social media activity outside of that offered by the Wisconsin Department of Tourism will include posting on social media sites such as Facebook, Instagram and Reddit, as well as Facebook (and Google pay per click) advertising buys in key markets like Milwaukee, Green Bay, Madison, Racine/Kenosha, Chicago and Minneapolis.

We also intend to increase our involvement with the Wisconsin Bike Federation, which is launching a new consumer-oriented website this spring. This is a great opportunity to partner with an organization that advocates for bike-friendly communities, and provides us with a platform to promote trail events and activities to an active, interested target audience.

E-Mail Advertising With a data capture feature on our website we’ll be able to grow an email list to which we can send out information and updates about the trail, as well as offers from lodging and other businesses throughout Ozaukee County. In addition, we would like to participate several times in the WI Traveler e- newsletter that is sent out bi-monthly to 97,000+ subscribers with getaway ideas, feature stories, contests and more.

Print Media Stand-alone print ads in larger daily newspapers have the risk of being “read-around” – ignored as readers jump from news story to news story. For greater targeting and retention value, once our marketing materials are in place, we would love the opportunity to participate in cooperative opportunities through Travel Wisconsin in special inserts and supplements with like-minded advertisers, particularly for the opportunity to affordably advertise in publications like the Milwaukee Journal Sentinel and the Chicago Daily Herald.

Key Magazine is a great publication for reaching visitors to the Milwaukee area, distributed in hotels, motels, restaurants and visitor centers throughout the metropolitan area, beginning at the Illinois-Wisconsin border. The publication is printed in quantities between 25,000 – 40,000 on a monthly basis. We will look into opportunities to secure a cover story for the Magazine, and if those aren’t available in our targeted months of September - March, we’ll negotiate an ad and editorial for a fall or winter issue.

A number of biking magazines exist in Wisconsin, such as Wisconsin Bike Trails, the Wisconsin Bike Federation publication and Silent Sports. We have been advertising in these publications to promote the Interurban Trail, and will continue to do so.

Chicago Life Magazine is a beautiful glossy magazine-style publication distributed inside both the Wall Street Journal and New York Times to 102,000+ subscribers in the greater Chicago area. The publication prints six times per year, and our agency of record is on their list for drastically reduced remnant pricing and is often able to offer us space in their fall and winter publications with special sections on Midwest travel. We've taken advantage of it before and have been fortunate enough to receive 1/2 page ads (normally $7,706) for as little as $900 net. We take advantage of these opportunities whenever budget allows and will continue to do so.

Radio We will employ a tiered radio advertising program – stretching our geographic boundaries and reaching an educated, affluent statewide audience with the use of statewide and Milwaukee-area public radio, and looking into sponsorship opportunities on power-house AM stations like WTMJ-AM to reach listeners within driving distance of Ozaukee County. It is our understanding that the weekly Travel Wisconsin show hosted by John Mercure on 620 WTMJ is sold out - we will definitely look into this opportunity for future years if and when budget allows.

Public Relations Campaign Our Agency of Record, White Rice Advertising, maintains positive working relationships with and provides media outlets with professional, reliable and efficient information and results, researching topic friendly reporters and building media lists from which they formulate pitches appropriate to what the reporters are seeking.

Throughout the year White Rice will communicate regularly with local, state and regional outlets, including news/radio shows, newspapers, magazines and internet outlets, touting the Ozaukee Interurban Trail and its seasonal and off-season uses. To the best of their ability, White Rice personnel will follow up on these efforts to track which media outlets picked up the story. In all print media, hard copies of the media source will be collected and in non-print media sources, verbal confirmation will be recorded to track the effectiveness of the program.

How will you track the success of your marketing plan and collect the needed information for reporting on the actual dollar value of your measurable goals? How will you track the number and type of visitors to your event? 1. The Ozaukee County Planning and Parks Department will continue to deploy trail counters in the same three locations along the trail to provide an accurate comparison in user counts. 2. The Planning and Parks Department and the University of Wisconsin Division of Extension Ozaukee County will create and implement a trail user survey to take place during the 2019-2020 fall/winter season. The survey will follow a similar methodology as surveys conducted in 2009 and 2013-2014 to provide historical references. 3. Ozaukee County Tourism Council is working with local lodging establishments to compile occupancy data from the 2018-2019 fall/winter season. This effort will continue for the 2019/2020 fall/winter season to establish increases in occupancy that are linked to the marketing campaign.

4. A special marketing piece about fall/winter season on the trail will be created for OCTC’s day at the WI State Fair. The number of pieces distributed will be tracked. The same piece will also be distributed and tracked at the Ozaukee County Fair. 5. Number of trail maps distributed 6. Number of visitor center visits throughout the county 7. Number of visitors to the OCTC booth at Bike Expo

Projected Visitor Expenditures

Local attendees: 1,875

Non-local overnight attendees: 3,675

Non-local daytrip attendees: 1,950

Total visitor expenditures: $654,000

Please tell us your measurable project goals with baseline data supporting them: 1. Increase the number of trail users during the fall/winter season by 7,500 people a. The Ozaukee County Planning and Parks Department has three trail counters placed along the Ozaukee Interurban Trail. Trail use during the fall and winter seasons, defined as September-March, totaled 71,980 in 2016-2017 and 68,868 in 2017-2018. Final numbers are not yet available for 2018-2019 but are expected tracking similar to previous years. 2. Attract 3,675 new overnight visitors to Ozaukee County during the fall/winter season a. A 2009 trail survey of 403 trail users conducted by the University of Wisconsin-Extension Ozaukee County and the Ozaukee County Planning and Parks Department found that about 50% of trail users were local residents. A follow-up trail survey of 498 trail users conducted in 2013-2014 by the same partnership found that of those trail users who traveled more than 50 miles, approximately 70% lived elsewhere in Wisconsin and the remaining 30% lived outside of Wisconsin. b. With a marketing campaign focused largely on travel-minded Wisconsin and Midwest families and biking, hiking, nature and cross country skiing enthusiasts throughout Wisconsin and the Midwest, it is anticipated that the majority of new trail users will come from outside of Ozaukee County. We anticipate that 25% of the additional trail users will be local, with the remaining split similarly to existing users, with 3,900 new visitors coming from within Wisconsin and 1,725 new visitors coming from other states. c. We anticipate half of the new visitors from within Wisconsin, and all of those coming from out of state, will stay overnight in an Ozaukee County lodging established for two nights. d. Based on sampling by the Grafton Area Chamber of Commerce, the average lodging establishment occupancy rates during the shoulder season 2017-2018 (September 2017-March 2018) was 60.74%. The most difficult month (January) had an average occupancy rate of 47%. We anticipate increasing these rates by 3% during the shoulder season. 3. Generate $654,000 in economic impact during the fall/winter season a. Based on sampling completed by Longwoods International, each overnight visitor spends $144. The anticipated 3,675 new overnight visitors will generate $529,200. The 1,950 day visitors are anticipated to spend $64 each, for a total of $124,800. A total of $654,000 is anticipated in total economic impact, including spending at hotels, motels, bed & breakfasts, area shops, gas stations, and restaurants. The following secondary impacts are anticipated during the spring/summer seasons as visitors become more aware of the Ozaukee Interurban Trail and plan visits throughout the year: 4. Increase the number of trail users during the spring/summer season by 18,417 people a. Trail use during the spring and summer seasons, defined as September-March, totaled 147,940 in 2017 and 173,583 2018. 5. Attract 8,978 new overnight visitors to Ozaukee County during the spring/summer season, using the same baseline data used for fall/winter. 6. Generate $1.6 million in economic impact during the spring/summer season, using the same baseline data used for fall/winter.

What other resources, outside of your project budget, are you leveraging? Leverage might include things such as earned media and donated advertising, sponsorships or other grants earned because of the project. If year 2 or 3, are there any new businesses/organizations that have become involved or increases in tourism jobs in the area? Our very passionate community partners often tout the Interurban Trail as the unifying feature among the small cities and towns of Ozaukee County. Many special events take place and are advertised off-season along the Interurban Trail, including biking events such as the Trail Ride (September), Santa's Dash Away 5k in Cedarburg (December) and rides organized by Wisconsin Women Cycling. The trail is frequently featured in monthly articles in the Ozaukee News Graphic, submitted by the Ozaukee County Tourism Council (OCTC). OCTC also dedicates a full page to the Interurban Trail in its annual tourism guide (a $2,200 value). The Trail is a frequent topic of conversation on Grafton Chamber of Commerce podcasts. All of our partners and many area businesses and organizations will feature Interurban Trail events on their own websites, along with links to the new Interurban Trail website. Our advertising agency, White Rice Advertising, provides all design work pro bono to the Ozaukee County Tourism Council, estimated at a value of $4,500 per year.

The estimated annual donation of promotional time and space of our partners is valued at more than $12,500.

Promotional Expenses

Budgeted Recipient Total Dollars Media Type Description Reimbursable Dollars/In-Kind

Internet Website development, special features to include special interest trips $10,000.00 $0.00 $10,000.00 and ability to virtually visit areas of the trail. Targeted completion: 7/30/19

Internet Social media campaign - Sept - Nov '19, Apr - June '20 $650.00 $550.00 $1,200.00

Internet Facebook Advertising (5 markets) - Sept - Nov '19, Apr - June '20 $2,100.00 $700.00 $2,800.00

Internet Travel WI Social Media Co-Op - Sept - Nov '19, Apr - June '20 $900.00 $300.00 $1,200.00

Internet Travel WI Online Banner Co-Op - Sept 2019 $450.00 $250.00 $700.00

Internet Trail-oriented Facebook advertising within 25 miles of Ozaukee County $0.00 $1,250.00 $1,250.00

Total Internet $14,100.00 $3,050.00 $17,150.00

Other Travel Wisconsin Co-Op Email advertising - Sept & Oct '19, Apr '20 $750.00 $250.00 $1,000.00 Destination (2x) Marketing

Other Bags with trail maps for trade shows - quantity 5,000 $1,350.00 $450.00 $1,800.00 Destination Marketing

Total Other Destination Marketing $2,100.00 $700.00 $2,800.00

Print Media Chicago Daily Herald via DOT: Sept 2019, April 2020 $0.00 $3,000.00 $3,000.00

Print Media Key Magazine - Nov & Dec 2019 $0.00 $500.00 $500.00

Print Media Bike Wisconsin Magazine - due March 2019 for annual publication $0.00 $800.00 $800.00

Print Media Our Wisconsin Magazine - August '19, Oct '19, April '20 $0.00 $1,656.00 $1,656.00

Print Media Wisconsin Bike Federation Magazine - September '19, March '20 $0.00 $400.00 $400.00

Print Media Chicago Life Magazine (remnant if available) - Fall '19, Spring '20 $0.00 $1,800.00 $1,800.00

Total Print Media $0.00 $8,156.00 $8,156.00

Publicity Public relations retainer, July 1, 2019 - June 30, 2020 $1,800.00 $0.00 $1,800.00

Radio Wisconsin Public Radio - shoulder seasons of Sept & Oct '19, Mar-Apr $8,000.00 $0.00 $8,000.00 '20

Radio WUWM - NPR Milwaukee - shoulder seasons of Sept & Oct '19, Mar- $3,000.00 $0.00 $3,000.00 Apr '20

Total Radio $11,000.00 $0.00 $11,000.00

Total: $35,000.00 $12,906.00 $47,906.00

Budgeted Recipient Total Media Type Description Reimbursable Dollars/In-Kind Dollars Design Photography for use in websites, social media and advertising - $2,000.00 $1,000.00 $3,000.00

ongoing Design Graphic design, including but not limited to online, print, and email $4,000.00 $0.00 $4,000.00

advertisements as well as branding components such as trail signage Total Design $6,000.00 $1,000.00 $7,000.00

Total: $35,000.00 $12,906.00 $47,906.00

Operational Expenses

Item Amount

Staff Coordination: Grant Management $5,000.00

Staff Coordination: Coordination of JEM Advisory Committee $2,500.00

Trail Surveys: Survey Creation $500.00

Trail Surveys: Survey Training $2,500.00

Trail Surveys: Data Entry $2,000.00

Survey Trails: Survey Analysis $2,500.00

Trail Count Data: Management of Trail Counters $4,000.00

Trail Count Data: Data Entry $2,500.00

Trail Count Data: Analysis of Trail Count Data $2,500.00

Mapping (GIS): Services $5,000.00

Mapping (GIS): Printed Trail Map (30,000) $10,000.00

Volunteer Coordination: Survey Collection, Trail Count, etc. $5,000.00

Volunteer Coordination: Volunteer Time ($15/hr) $1,500.00

Total: $45,500.00

Income Statement

Income/Revenue Cash balance from year one or two: 0.00

Event income, contributions: 0.00

Total income: 0.00

Expenses

Promotional expenses: 52,806.00

Operational expenses: 45,500.00

Total expenses: 98,306.00

Net income: -98,306.00

Attachments

Attachment Type File Size

Additional Materials 2018 Daily Herald ad sm.pdf 912 KB

Additional Materials OCTC Silent Sports ad sm.pdf 829 KB

Additional Materials OCTC bag art bag BACK FIN.pdf 717 KB

Additional Materials 2019 Chicago Life mag sm2.pdf 207 KB

Additional Materials TourismGuide_OIT.pdf 482 KB

Additional Materials TrailMap_Sm.pdf 957 KB

Additional Materials Letter- Belgium.docx 80 KB

Additional Materials Letter- Cedarburg.pdf 17 KB

Additional Materials Letter- Grafton.pdf 201 KB

Additional Materials Letter- Mequon.pdf 398 KB

Additional Materials Letter- Port Washington.pdf 222 KB

Additional Materials Letter- OCTC.pdf 362 KB

Additional Materials FY19 JEM DM Ozaukee Trail Contract.pdf 192 KB

Appendix B.